Why People (Dont) Buy The Go and Stop Signals [Hardcover]

Full of practical diagrams and maps, as well as international case studies, this book offers a unique and extensively-tested 'GO-STOP Signal Framework', which allows managers to better understand why consumers are not buying their products and what can be done to put this right.1. THE 100 CALORIES PARADOX The GO-STOP Signal Framework 2. JC PENNEY: THE FAIR AND SQUARE STRATEGY Removing Price Promotions Can Strengthen the STOP signal 3. TATA NANO: THE CHEAPEST CAR Low Price Can Weaken the GO Signal 4. HEDGEHOGS AND FOXES Mispredicting Consumer Behavior 5. UNDER-PRICED NYC RESTAURANTS When Does Low Price Weaken the GO Signal? 6. DID CREDIT CARDS MAKE AMERICA FAT? Unintended Consequences of Technology 7. IS $451,563 SMALLER THAN $450,000? Heuristic Inferences 8. PAYING FOR MEDICINES AND TICKLE-ME ELMO Unfairness Cues Strengthen the STOP Signal 9. WHY PAYING PEOPLE TO DONATE BLOOD DOESN'T PAY Monetary Incentives Can Weaken the GO Signal 10. BEHAVIORAL AUDIT FOR STRATEGIC DECISIONS Measuring GO AND STOP signals

'Chakravarti and Thomas offer a thoroughly modern view of consumer decision-making, grounded in persuasive behavioral research and laden with practical, game-changing insights. Their 'GO-STOP Signal' Framework offers a fresh take on consumers and is a powerful and versatile tool to help marketers make fundamentally better decisions.'

-Kevin Lane Keller, Professor of Marketing at Tuck School of Business at Dartmouth College; Branding Guru; author of the bestselling book Strategic Brand Management

'Chakravarti and Thomas breathe new life into what was once considered the oxymoronic phrase, 'marketing science.' Building on the venerable approach-avoidance tradition in behavioral science, their 'GO-STOP Signal' Framework sheds new light on why certain strategies work while others generally fail. This book will be a big hit with both practicing professionals and students in MBA classrooms.'

-Robert H. FralãÆ